An ambitious new startup help travellers find the most eco-conscious hotels, with the aim to make green traveling the new norm

A newly launched travel site has set its goal “to make green traveling the new status quo,” says Jonas Casanova, who leads the Technology team at GreenHotelWorld. “The hotel’s green practices should become as important as location, price and availability.”  A smart move by the startup is its partnership with Expedia, making the booking process no different from the experience of using established booking sites. The company recognises that there are different types of green practices, letting users search for specifics such as environmental protection or social responsibility. “Our Green Rating algorithm helps the eco-conscious traveler search and filter through these labels and select hotels based on their certified and verified green practices,” explains founder Robert Boer.
The algorithm searches more than 130,000 hotels in 107 countries, a number the company aims to grow to 400.000. If a user can’t find a green-certified hotel in their preferred destination, the site will suggest an ‘ordinary’ alternative, but compensates by donating the equivalent amount of Euros to the CO2 spent per night (which averages 26,6 kg) to climate protection charity myclimate for free. Currently, one percent of the world’s carbon emissions are created by the hotel industry.
GreenTravelWorld speaks to a new breed of travellers who are likely to buy into well-being and leisure experiences that feel guilt-free. And whilst having similarities to ordinary booking sites, the concept is dipping into a new wave of conscientious and innovative booking agents such as Whimsy that helps tech-savvy consumers filter down options.